DOI:10.24105/gjcmp.7.2.1811 61 G.J.C.M.P.,Vol.7(2):61-73 (March-April, 2018) ISSN:2319–7285 SENSORY MARKETING: PERSPECTIVES ON BENEFITS CONSUMERS’ GRAPPLE IN CHOOSING GREENER PRODUCTS Dr. Aparna P. Goyal, 2 Dr. Sanjeev Bansal & 3 Dr. Sanjay Srivastava 1 Associate Professor, Amity University 2 Professor & Dean FMS, Amity University 3 Professor MD & Vice Chancellor, Manav Rachna University Abstract The neoclassical view implies that people buy green products only for selfish reasons such as the taste, the superior quality or the fact that green products are healthier than conventional ones. Other studies show that there are selfish and unselfish reasons in green shopping (Thogersen, 2022). To establish the sample frame, a list of consumers was obtained From education (Students), government and corporate institutions and home users of the four major regions, Noida, Delhi, Ghaziabad and Faridabad. Stratified Random sampling was used as this research sought to generalize the results obtained as much as possible (Kassim 2002). Now that the sampling method was determined, the next step involved determining the sample size of this research study. The required sample size depends on factors such as the proposed data analysis techniques, financial and access to sampling frame (Malhotra 2014). Male and Female consumers do not differ on other aspect of the Perception about Environment Friendly Products. The research objectives attained through the usage of relevant and appropriate tests for analyzing the data collected. The characteristics of respondents’ demography like gender, age income, education, occupation, etc. studied because this research needed to assess from the sample population as to who has to be surveyed and how to analyze data in a meaningful form. Keywords: Sensory Marketing, Consumer Behaviour, Herbal, Organic Food, Natural Textiles, FMCG Background Sensory marketing or Neuro Marketing engages the consumers senses with the purpose of conditioning their shopping decisions. The right situation can trigger a wide range of emotions that can lead the shopper to choose a brand over another. Studies show that multi-sensory shopping experiences – where two or more senses receive stimulation at the same time – cause the shoppers to stay longer in the outletss, buy more products, and develop a stronger engagement with brands. The concept is fundamentally based on the usage of combination of one or more of the five sense organs. Sight or vision is the capability of the eyes to focus and detect images of visible light and generate electrical nerve impulses for varying colours, hues, and brightness. Visual perception is how the brain processes these impulses: recognising, differentiating and interpreting visual stimuli through comparison with experiences made earlier in life. Smell or olfaction is our ability to detect scent – chemical, odour molecules in the air. Our olfactory system begins in our nose which has hundreds of olfactory receptors. Odour molecules possess a variety of features and, thus, excite specific receptors more or less strongly. This combination of excitement is interpreted by the brain to perceive the ‘smell’. How olfactory information is coded in the brain to allow for proper perception is still being researched and the process is not completely understood, however, what is known is that the chemical nature of the odorant is particularly important, as there may be a chemotropic map in the brain. Taste, or gustation, refers to the capability to detect the taste of substances such as food, certain minerals, and poisons, etc. The sense of taste is often confused with the “sense” of flavour, which is a combination of taste and smell perception. Humans receive tastes through sensory organs called taste buds concentrated on the upper surface of the tongue. There are five basic tastes: sweet, bitter, sour, salty and umami. Hearing, or audition, is the ability to perceive sound by detecting vibrations, changes in the pressure of the surrounding medium through time, through an organ such as the ear. As with sight, auditory processing relies on how the brain interprets, recognizes and differentiates sound stimuli. Touch, or somatosensory, is a perception resulting from activation of neural receptors, generally in the skin including hair follicles and a variety of pressure receptors respond to variations in pressure (firm, brushing, sustained, etc.). Therefore marketer wish to successfully sell product they make sure to pair either outlets or the actual product with a specific scent – if you feel at home in a outlets, you are more likely to buy. Method The deterioration of the environment led to the adoption and the development of consciousness of consumers’ attitude towards eco-friendly products in order to preserve the planet (Luck et al., 2007). They therefore, deem it
13
Embed
SENSORY MARKETING: PERSPECTIVES ON BENEFITS CONSUMERS ... · Sensory marketing or Neuro Marketing engages the consumers senses with the purpose of conditioning their shopping decisions.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
SENSORY MARKETING: PERSPECTIVES ON BENEFITS CONSUMERS’ GRAPPLE IN CHOOSING GREENER PRODUCTS
Dr. Aparna P. Goyal, 2Dr. Sanjeev Bansal &
3Dr. Sanjay Srivastava
1Associate Professor, Amity University 2Professor & Dean FMS, Amity University
3Professor MD & Vice Chancellor, Manav Rachna University
Abstract The neoclassical view implies that people buy green products only for selfish reasons such as the taste, the
superior quality or the fact that green products are healthier than conventional ones. Other studies show that there
are selfish and unselfish reasons in green shopping (Thogersen, 2022). To establish the sample frame, a list of consumers was obtained From education (Students), government and corporate institutions and home users of the
four major regions, Noida, Delhi, Ghaziabad and Faridabad. Stratified Random sampling was used as this research
sought to generalize the results obtained as much as possible (Kassim 2002). Now that the sampling method was
determined, the next step involved determining the sample size of this research study. The required sample size
depends on factors such as the proposed data analysis techniques, financial and access to sampling frame (Malhotra
2014). Male and Female consumers do not differ on other aspect of the Perception about Environment Friendly
Products. The research objectives attained through the usage of relevant and appropriate tests for analyzing the data
collected. The characteristics of respondents’ demography like gender, age income, education, occupation, etc.
studied because this research needed to assess from the sample population as to who has to be surveyed and how to
Background Sensory marketing or Neuro Marketing engages the consumers senses with the purpose of conditioning their
shopping decisions. The right situation can trigger a wide range of emotions that can lead the shopper to choose a
brand over another. Studies show that multi-sensory shopping experiences – where two or more senses receive
stimulation at the same time – cause the shoppers to stay longer in the outletss, buy more products, and develop a
stronger engagement with brands. The concept is fundamentally based on the usage of combination of one or more of the five sense organs. Sight or vision is the capability of the eyes to focus and detect images of visible light and
generate electrical nerve impulses for varying colours, hues, and brightness. Visual perception is how the brain
processes these impulses: recognising, differentiating and interpreting visual stimuli through comparison with
experiences made earlier in life. Smell or olfaction is our ability to detect scent – chemical, odour molecules in the
air. Our olfactory system begins in our nose which has hundreds of olfactory receptors. Odour molecules possess a
variety of features and, thus, excite specific receptors more or less strongly. This combination of excitement is
interpreted by the brain to perceive the ‘smell’. How olfactory information is coded in the brain to allow for proper
perception is still being researched and the process is not completely understood, however, what is known is that the
chemical nature of the odorant is particularly important, as there may be a chemotropic map in the brain. Taste,
or gustation, refers to the capability to detect the taste of substances such as food, certain minerals, and poisons, etc.
The sense of taste is often confused with the “sense” of flavour, which is a combination of taste and smell
perception. Humans receive tastes through sensory organs called taste buds concentrated on the upper surface of the tongue. There are five basic tastes: sweet, bitter, sour, salty and umami. Hearing, or audition, is the ability to
perceive sound by detecting vibrations, changes in the pressure of the surrounding medium through time, through an
organ such as the ear. As with sight, auditory processing relies on how the brain interprets, recognizes and
differentiates sound stimuli. Touch, or somatosensory, is a perception resulting from activation of neural receptors,
generally in the skin including hair follicles and a variety of pressure receptors respond to variations in pressure
(firm, brushing, sustained, etc.). Therefore marketer wish to successfully sell product they make sure to pair either
outlets or the actual product with a specific scent – if you feel at home in a outlets, you are more likely to buy.
Method The deterioration of the environment led to the adoption and the development of consciousness of consumers’
attitude towards eco-friendly products in order to preserve the planet (Luck et al., 2007). They therefore, deem it
DOI:10.24105/gjcmp.7.2.1811 62
expedient to take measures towards protecting the environment, which has become their personal attitude towards
eco-friendly foods (Solomon, 2020). Consumers patronize the products and their aims are to make sure the
contribution is supporting sustainable environment and contribution the guiding of the climate change (Hartmann &
Apaolaza-Ibáñez, 2006). Welford (2000, cited in Chen and Chai, 2020) defined green marketing as “the
management process responsible for identifying, anticipating and satisfying the requirements of customers and
society in a profitable and sustainable way”. Green marketing has been developing because even if the human wants are unlimited the natural and artificial resources are limited (Kumar, 2022). Green marketing-mix elements and eco-
friendly products are designed and developed as having less harmful for the environment (Chitra 2005). Neuro-
Marketing represents the opportunity to overcome these obstacles, as research participants do not have control over
the information collected (Butler, 2007; Hubert & Kenning, 2007 and Fugate, 2005). Another advantage of Neuro-
Marketing is the speed and simultaneity of information collection. Some techniques of Neuro-Marketing, such as
electroencephalography and magnetoencephalography, can measure the responses of the consumer at the same time
that they are exposed to the marketing stimuli (Hubert & Kenning, 2007; Lee et al., 2005, Fugate, 2005 and Ohme &
Matukin, 2022). It is believed that the human smelling ability develops and reaches a plateau at about the age of
eight and then declines as humans grow older. The sense of smell is the only sense that cannot be turned off
(Suhonen & Tengvall 2007). This task involved identifying, classifying and assigning a numeric or character symbol
to data, which may be done in two ways: pre-coded and post-coded (Luck & Rubin 2015; Wong, 2014). In this
research study, all the responses were pre-coded. To meet the purposes of this research study, descriptive analyses were applied and Inferential Analysis were applied. Statistical software SPSS 22.0 was used to analyze the results.
Analysis and Findings 1.1 Outlets Preference for Purchasing Green Textile Products
The impact of consumer perception (respondents) in buying environment friendly textile products based on the
image they carry about the shopping outletss.
Table 1.1 Outlets preference –Textile
Outlets Yes No Total
Which particular outlets you like to purchase Environmental friendly Textile
Products from?- Organic Life 106 77 626
Which particular outlets you like to purchase Environmental friendly Textile
Products from?- Fab India 256 227 626
Which particular outlets you like to purchase Environmental friendly Textile
Products from?- Cottage Emporium 77 106 626
Which particular outlets you like to purchase Environmental friendly Textile
Products from?- Good Earth 66 117 626
Which particular outlets you like to purchase Environmental friendly Textile
Products from?- Any other 21 172 626
Valid N (listwise) 626
Outlets Preference for Purchasing Green FMCG Products
It can be concluded that these preferred eco-purchase outletss in FMCG are perceived to be of high Brand trust
because of their mission to save the environment eco-system and visualize a chemical- free society at large.
Table 1.2 Outlets preference –FMCG
Outlets Yes No Total
Which particular outlets you like to purchase Environmental friendly FMCG
Products from?- Body Shop 77 106 626
Which particular outlets you like to purchase Environmental friendly FMCG
Products from?- Patanjali 207 276 626
Which particular outlets you like to purchase Environmental friendly FMCG Products from?- Organic India
77 126 626
Which particular outlets you like to purchase Environmental friendly FMCG
Products from?- Natures 75 125 626
Which particular outlets you like to purchase Environmental friendly FMCG
Products from?- Himalaya 66 147 626
1.3 Knowledge about Environment Friendly Products
Majority from the 626 respondents, were in agreement with the various questions answered to test their
knowledge and understanding about what they perceive to be having in a product which is labeled ‘Green’ or eco-
friendly or causing minimum or no hazard to the environment and to mother nature.
I believe that with advent of latest technologies, use of eco-friendly products will increase and improve the efficiency in reduce-recycle reuse chain to
I think that it is ethical on my part if I support the green products because they have (i) well defined origin (ii) are natural & safe foe consumption and in disposal.
From the table of total variance explained, one can analyze the percentage of component responsible for the
change in variance. Here we can notice that component 2 accounts for 22.671%, component 2 for 22.770%,
component 1 for 27.061%, component 4 for 07.527%, and component 6 for 07.226% of the variance.
Table 1.10: Component Transformation Matrix
Component 2 2 1 4 6
2 .621 .464 .626 .221 .205
2 -.660 .562 .206 -.022 .022
1 .426 .461 -.524 -.256 .245
4 -.220 -.247 .215 -.651 .656
6 -.064 -.012 -.267 .656 .524
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
The component transformation matrix indicates the factor reduction. As we had 60 statements, with the help of
factor analysis we had reduced the factors and it can be spotted in the above mentioned table where 6 factors are
considered to be of utmost importance affecting the purchase of green products.
Table 1.11 : Rotated Component Matrix
Component
2 2 1 4 6
I think that the green product does not carry harmful
ingredients like wisectiade/ pesticide/ plastic/non-biodegradable or non-recyclable input materials
-.644
I think that it is ethical on my part if I support the green
products because they have (i) well defined origin (ii) are
natural & safe foe consumption and in disposal.
.706
There is respect for our mother nature in doing so. .562
Natural ingredients as claimed .644
The purchase of green product is for the reason that I want
to do may bit for our environment. .724
I help others by persuading them to be environmentally
cautious citizens. .706
I believe in the individual empowerment necessary for it. .707
It symbolizes the culture and values I possess .757
It shone my deep rootedness to cultural/historical roots. .717
It gives me more acceptances in my primary/Secondary
/treasury groups .766
I feel pride in explaining eh pros of eco-product, its
information and how I am doing my contribution to society
at larger
.767
I respect the wish of my other us my social group. .777
It gives a trek message to my peer group .627
Quality of green product is Good. .754
Keeps promise of being safe for consumption .775
I think green process of production respects the
environmental health .721
I believe that with advent of latest technologies, use of eco-
friendly products will increase and improve the efficiency in
reduce-recycle reuse chain to support greener environment.
.767
DOI:10.24105/gjcmp.7.2.1811 70
I am interested purchasing eco whose by product are used
for renewable initiative
.727
I wish to purchase environment friendly nature product that
do not harm the environment and society. .652
I believe that my simple/Small action can cause big impact
towards the eco-system balance. .611
I am inspired by the other who works toward having a
automatable society .526
I am worried about the stale of affairs in an environment and
what holds in the future .607
I don’t mind spending on eco/green product if it convinces
me on consistency and trustworthiness of brand being herbal .717
Price as major factor in slow growth of sales of green
products. .656
Transparency n contents of the product labeled green. .647
Perceived as good value for money preposition even if is priced little higher
.757
Trustworthiness of marketer’s proofs of being eco-friendly .707
Transparency of organization using green marketing concept
since long. .775
It is difficult for all companies to adapt to green initiatives
compliantly .647
I am in favor of the green product that any stages have used
the sustainability process from renewable success. .522
Does not harm health .762
I am competent to pay more .741
I think that environment friendly products may cause quite
less harm our environment as compared to its chemically
laded counterpart
.621
The seal of quality organizations will further support &
increase purchase of Eco- for greener environment. .664
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 25 iterations.
On the basis of the rotated component matrix (Table 4.20.6) , we have grouped several statements together in
order to make it easier to analyze the content. From the above mentioned table we can observe that in each of the 6
factors there are some or the other value, which has the highest value in accordance to the specified statement. The different groups formed are named as: “Pro-Environmental Concern”, “Social Group Influence”, “Eco-Branding &
Labelling”, “Green Marketing Communication Tools”, “Self-Image and Personal Values”.
1.11 Impact of various factors on Green Product Purchase Decision
To find out the extent of impact of identified factors on the purchase of Eco-friendly/green products the
multiple regression was conducted. Model Summary 1.12
Model R R Square Adjusted R Square Std. Error of the Estimate
2 .721a .761 .747 .47612
a. Predictors: (Constant), Factor2, Factor2, Factor1, Factor4, Factor6
1.13 ANOVAa
Model Sum of Squares df Mean Square F Sig.
2
Regression 270.646 4 60.272 264.467 .000b
Residual 12.227 177 .215
Total 222.566 401
a. Dependent Variable: Purchase of Green Products.
Multiple Regression analyses were conducted to examine the relationship between purchase of green products
and various potential predictors explored in section 4.20. The multiple regression model with all five predictors
produced R² = .761, which shows that there is 76% of impact of independent variables (“Pro-Environmental
Concern”, “Social Group Influence”, “Eco-Branding & Labelling”, “Green Marketing Communication Tools”, “Self-Image and Personal Values”) on dependent variable (Purchase of Green Products).
DOI:10.24105/gjcmp.7.2.1811 71
1.14 Difference among Conventional Marketing and Neuro-Marketing
To identify possible differences in terms of inviting attention, creating Interest, infusing desire and promoting
purchase action among the consumers of conventional marketing and neuro-marketing method the independent t-test
was conducted.
Table 1.14 Group Statistics
Type of Marketing N Mean Std. Deviation Std. Error Mean
1.The products of display have caught
my attention.
Conventional Marketing 247 2.2600 .66744 .07647
Sensory_Neuro Marketing 266 4.7762 .16666 .02770
2.I got Interested in these products. Conventional Marketing 247 2.5600 .66744 .07647
Sensory_Neuro Marketing 266 4.7762 .16666 .02770
3.These eco-friendly products initiated
desire in me for purchase
Conventional Marketing 247 2.5600 .66744 .07647
Sensory_Neuro Marketing 266 4.7762 .16666 .02770
4.I am willing to purchase someof
these products.
Conventional Marketing 247 2.2600 .71571 .22074
Sensory_Neuro Marketing 266 4.7624 .66512 .01005
It could be concluded that green products marketed using the neuro-marketing method gets more consumer
attention. Once businesses remove the obstacles between consumers’ desire to buy green and the actual follow-through of those sentiments, green products could experience explosive sales growth. What’s more, building a
reputation as an Earth-friendly corporation can do much more than generate increased revenues from green
products. The research in this thesis provides several ideas for future research to inform and inspire research in
neuro marketing and its uses for marketing eco-friendly products. Discussed in this section is the opportunity to
replicate the research and the notion of different methodologies as ways of conducting quantitative research. The
processes within this research were reported in detail in, thereby enabling a future researcher to repeat the work.
Such in-depth coverage also allows the reader to assess the extent to which proper research practices followed. This
enables readers of the research thesis to develop a thorough understanding of the methods and their effectiveness.
Consumers tend to blur the lines between consumption of green products and services and their everyday green
practices. Therefore, other social practice could provide further interesting insights into this area of research. As this
research study utilized quantitative data, it aimed to provide a detailed description of consumers’ perceptions and attitudes.
References Aaker, A, Kumar, VD & George; Marketing research, John Wiley and Sons, Inc, New York.
AB Hamid, NR & Kassim, N; ‘Internet technology as a tool in managing customer relationships’, The Journal of American Academy of Business Cambridge, vol. 4, no.2&2, pp.201-207, 2006.
Ann, K. Amir, G. and Luc, W. (2022). “Go Green! Should Environmental Messages Be So Assertive?”. Journal of Marketing. Vol 46, pp. 76-202.
Anselmsson and Johansson (2005) corporate social responsibility and the positioning of grocery brands, International Journal of Retail & Distribution Management, Vol.16 No.20, pp. 716-766.
Babin, B. J., & Babin, L. (2002). “Seeing something different: A model of schema typically, consumer affect, purchase intentions and perceived shopping value”. Journal of Business Research. 64 pp. 77-76.
Balderjahn, I. (2014). “Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns”. Journal of Business Research. 25 pp. 62 –66.
Burns, AC & Bush, RF; Marketing research, Prentice Hall International, Inc., New Jersey, 2000.
Chang, C. (2022). “Feeling ambivalent about going green – Implication For Green Advertising Processing”. Journal of Advertising. Winter 2022.Vol. 40, Iss 4 pp 27-12.
Chang, N.J and Fong, C.M (2020). “Green product quality, green corporate image, green customer satisfaction, and green customer loyalty”. African Journal of Business Management. October 2020.Vol.4 (21), pp.2716-2744.
Chen, T. B. and Chai,L. T (2020), Attitude towards the environment and green products: consumer perspective, management science and engineering vol.4, No 2, pp. 25-17 .
Chitra, K. (April-September 2005). In search of the Green Consumers: A perceptual Research study. Journal of Services Research. Volume 5, Number 2 pp. 251-272.
Cone communications “Consumers still purchasing, but may not be “buying” companies’ environmental claims”. Trend Tracker (2022) pp.2-5.
Churchill, G & Suprenant; ‘An investigation into determinants of customer satisfaction’, Journal of Marketing Research, vol. 27, pp. 472-606, 2772.
Comrey, AL & Lee; A first course in factor analysis, 2 ed. nd L Erlbaum Associates, New Jersey.
Datta, S. K., and Ishaswini (2022) Pro-environmenatal Concern Influencing Green Buying: A Research study on Indian Consumers, International Journal of Business and management Vol.6 No.6, pp. 224-211.
DOI:10.24105/gjcmp.7.2.1811 72
Deli-Gray, Z., Gillpatrick, T., Marusic, M., Pantelic, D. and Kuruvilla, S.J (October 2020 – March 2022). “Hedonic and Functional Shopping Values and Everyday Product Purchase: Findings from the Indian Research study”. International Journal of Business Insights & Tranformation .Vol. 4, Issue 2, pp. 66-50.
Elmore, PE & Beggs; Salience of concepts and commitments to extreme judgments in response patterns to teachers, Education, vol. 76, no.4, pp. 126-114.
Finisterra do Paço, A.M, Lino Barata Raposo, M. & Leal Filho, W. (2007). “Identify the
green consumer: a segmentation research study”. Journal of Targeting, Measurement and Analysis for Marketing. 25, pp. 25-26.
Florenthal, B. and Arling, P. A (2022). “Do green lifestyle consumers appreciate low involvement green products?”. Marketing Management Journal, Vol.22, Issue 2. pp16-46.
Gan C., Wee H.Y., Ozanne L.& Kao T. (2007) “Consumer’s purchasing behavior towards green products in New Zealand”. Innovative Marketing, Vol. 4, issue 2 pp. 71-202.
Garland; ‘The mid-point on rating scale: is it desirable?’ Marketing Bulletin, vol. 2, May, pp. 66-50.
Ghosh, M. (2020) “Green Marketing – A changing concept in changing time.” BVIMR Management Edge, Vol.4, no. 2 pp. 72-72.
Ginsberg, J. M and Bloom P.N.( 2006), Choosing the Right Green Marketing Strategy
Hayes, Bob; Measuring customer satisfaction: survey design, use and statistical analysis methods, ASQ Quality Press, Milwaukee.
Iacobucci, D, Ostrom, A & Grayson; ‘Distinguishing service quality and customer satisfaction: The voice of the consumer’, Journal of Consumer Psychology, vol. 4, no. 1, pp. 255-101.
Kinnear, TC, Taylor, JR, Johnson & Armstrong;Australian marketing research,McGraw-Hill, Sydney.
Hair, JF, Anderson, RE, Tatham, RL & Black, WC; Multivariate data analysis with readings, 4th edn. Prentice-Hall International, Englewood Cliffs, pp.254, 2000
Massachusetts Institute of Technology (MIT), Sloan management Review pp. 57-74
Hartmann, P. & Apaolaza Ibáñez, V. (2006) “Green Value Added”. Marketing Intelligence and Planning. Vol 24 Iss:5 pp. 651-670.
Hartmann, P. and Apaolaza-Ibanez, V. (2007). “Green Advertising revisited”. International Journal of Advertising. Vol .27 No 4, pp.526-517.
Kumar, P. D. (December 2020) “Green Marketing: A Start to Environmental Safety.” Advances in Management, Vol. 4, no. 22 pp. 67-62.
Leonidos, L.C., Leonidous, C.N. and Kvasova O (2020), Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour, Journal of MarketingManagement, Vol. 26 Nos. 21-24, 2127-2144.
Malhotra, NK; Marketing research: An applied orientation, 1rd edn, Prentice Hall, New Jersey.
Marly, B. R., Levy, M. and Martinex J. (2022). The public Health Implications of consumers’ Environmental Concern and Their Willingness to pay for an Eco-Friendly product. Journal of Consumer Affairs. Vol.46, No2, pp. 127-141.
Parasuraman, A, Zeithaml, VA & Berry; ‘A conceptual model of service quality and its implications for future research’, Journal of Marketing, Fall, pp. 42-60
Picket-Baker, J. and Ozaki R. (2007). “Pro-environmental products: Marketing influence on consumer purchase decision”. Journal of Consumer Marketing, Vol. 26 Iss: 6, pp.272-271.
Pirani, E. and Secondi, L. (2022). “Eco-Friendly Attitudes: What European Citizens Say and What They Do”. Int. Journal of Environ. Res., N0 6, ISSN 2516-6766, pp.65-74.
Polonsky, M. J. (November 2774). « An Introduction to Green Marketing. » Electronic Green Journal 2, no. 2, pp.44-61.
Princen, T. (2007). “Notes on the Theorizing of Global Environmental Politics”, Global Environmental Politics Vol.7 no2 pp.2-6.
Rahbar E. and Wahid N. A., (2022) "Investigation of green marketing tools' effect on consumers' purchase behavior". Business Strategy Series, Vol. 22 Iss: 2, pp.51 – 71.
Schuhwerk, M.E., and Lefkoff-Hagius, R. (2776). “Green or Non-Green? Does Type of Appeal Matter when Advertising a Green Product?”. Journal of Advertising Vol. XXIV, No 2. p. 46-64.
Sekaran; Research method for business: A skill building approach, John Wiley and Sons, Inc. Selnes,2771, ‘An examination of the effect of product performance on brand reputation, satisfaction and loyalty’, European Journal of Marketing, vol. 25, no. 7, pp. 27–16.
Thøgersen, J. (2022) “Green Shopping: For Selfish Reasons or the Common Good?”.American Behavioral Scientist. 66 (7) pp.2062-2056.
Unknown authors. (2007) . “Europeans’attitudes towards the issue of sustainable consumption and production”. Flash Eurobarometer Series no. 266. pp 2-76.
Van Waterschoot, W. & Van den Bulte, C. (October 2772). The 4P Classification of the Marketing Mix Revisited. Journal of Marketing Vol. 66. pp. 71-71.
Vernekar, S.S, and Wadhwa, P. (2022). Green Consumption An Empirical Research study of Consumers Attitudes and Perception regarding Eco-Friendly FMCG Products, with special reference to Delhi and NCR Region. Opinion. Vol 2, N0 2, December 2022. pp.64-54.
DOI:10.24105/gjcmp.7.2.1811 73
Wong, V, Turner W. and Stonement (2776), Marketing Strategies and Marketing Prospects for Environmentally-Friendly Consumers Products, British Journal of Management, Vol.5, pp. 261-272.
Luck, DJ & Rubin; Marketing research, 5th edn, Prentice-Hall international, New Jersey.
Luck, Edwina, M. & Ginanti, A. (2007). “Mapping Consumer’s attitudes for future
sustainable”. Marketing Australian and New Zealand Marketing Academic. AANZMAC 2007. pp. 2-7.
Pallant; SPSS survival manual: a step by step to data analysis using SPSS, Allen & Unwin, Australia.
Perry, C, Reige, A & Brown; Realism's role among scientific paradigms in marketing research, 2014.
Wannimayake, W.M.C.B. and Randiwela, P. (2007) “Consumer attractiveness towards Green Products of FMCG sector: An empirical research study” Oxford Business and Economics Conference Program pp.2-27 june 22-24.
Wong, YH & Chan; ‘Relationship marketing in China: Guanxi, favoritism and adaptation’, Journal of Business Ethics, vol. 22, pp.205-227.
Yazdannifard R. and Mercy, I. E (2022). “The Impact of Green Marketing on Customer satisfaction and Environmental safety”. International Conference on Computer Communication and Management, Vol.6 pp.615-642.